Global marketsUpdated November 6

McDonald’s puts more marketing behind value offers as US visits weaken.

Chris Kempczinski told investors that the US consumer environment was challenging and comparable sales had fallen 0.2% in the three months to September. He said more lower-income Americans were staying home for breakfast or skipping it altogether as costs such as housing, medical care and childcare squeezed disposable income. To counter weaker visits, McDonald’s is putting more marketing behind value offers, some of which may have slimmer margins. One offer gives loyalty-program members a $2 breakfast sandwich with free fries.

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Coverage started November 6